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The Role of Storytelling in
Medical Marketing
Considerations
• Patients are now in the driver’s seat
• Real benefits in patients telling their stories
• Social media helps facilitate storytelling –
but it isn’t the only way
What’s Ahead
• Why storytelling matters
• How to use testimonials to attract more
(and better) patients
• Simple things you can do today to help
patients tell your story
Patients as Storytellers
Patients as Storytellers
• Narrative Medicine
• 2011 study by the NYT found that
patients listening to other patient stories
can be therapeutic
• Trusted word-of-mouth
is the best advertising
Patients as Storytellers
“Through storytelling, many people gain insight that leads to behavioral change, and improvements in the quality of
their lives. Stories may be told through writing, through
art, through photos, or verbally. There is more than one
way to tell a story.”
(This is why social is such a
great tool for telling stories)
Source for last 2 slides: http://www.the-pep.com/match-made-heaven-patient-storytelling-social-media/
Patients as Storytellers • 78% of consumers trust peer recommendations while
only 14% trust advertisements
• 70% of consumers prefer getting to know a company
via articles (and video) rather than advertisements
• 92% of buyers regularly check reviews online before
making purchase decisions
Telling Your Story
Telling Your Story
• Long content VS short content
• Video VS written testimonials
• Your patients will tell the story for you
• Tip: Identify patients who will tell the story you want
them to tell
Steps to a Good Testimonial
• Find right patient
• Disclaimer / release form
• Make patient comfortable
• Editing, sound, etc.
Telling Your Story
Telling Your Story
Let Others Tell Your Story
Let Others Tell Your Story
Let Others Tell Your Story
Let Others Tell Your Story
What You Can Do Today to
Help Patients Tell Your Story
• Identify the right patients
• Create an email or flyer/poster to ask
patients for reviews
• Nominate ‘brand advocates’
• Get something scheduled and jump in
Quick Review
• Patient’s can tell your story easier and
better than ever … so help them
• Several different ways to share
• Use the sharing method that works best
for you
• Let others tell your story too
NEXT UP:
The Lost Art of
Relationship Building